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Portrayal of Peace and Harmony: an Analysis of Indo - Pak Relation Through Indian TV Ads Dr

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Portrayal of Peace and Harmony: an Analysis of Indo - Pak Relation Through Indian TV Ads Dr International Journal of Innovative Studies in Sociology and Humanities (IJISSH) ISSN 2456-4931 (Online) www.ijissh.org Volume: 4 Issue: 6 | June 2019 Portrayal of Peace and Harmony: An Analysis of Indo - Pak Relation through Indian TV Ads Dr. Juhi P. Pathak Asst. Professor, GD Goenka University, Gurgaon, Haryana, India Former Junior Research Fellow (UGC) Department of Communication and Journalism, Gauhati University, Assam, India Abstract:India is an emerging world power with a growing economy but it continues to be burdened with its estranged relationship with the immediate neighbour – Pakistan. India’s international position is also heavily influenced by its poor relation with the same. The two-nation theory and the partition of India and Pakistan in 1947 led to communalism and forced exchange of people ; which in turn led to the human rights violations of the worst kind. Over the decades both the countries have only drifted apart with the intermittent wars and conflicts ; but still some believe that the animosity is limited to the political zone and that the citizens of both the countries are actually desiring peace. And most of the global companies have responded to this desire of friendship and peace of the citizens of both the countries by sending strong social messages through their television advertising campaigns. This paper seeks to understand the role of such television advertisements in analysing the India-Pakistan relations from an Indian perspective. Keywords: Advertisements, religious harmony, Hindu-Muslim unity, India-Pakistan relation, India-Pakistan unity, communal harmony. Objectives 1. To give a detailed account of the Indo-Pak relationship. 2. To compile comprehensive case studies of brands that portrayed India-Pakistan harmony through TVCs. 3. To find out if such portrayal can go a long way in bridging religious differences between the two countries. 4. To find out if there is any law or code to protect international relations. Research Question Can social messages through television advertisements go a long way in building peaceful India-Pakistan relationship? Research Design The research is a Descriptive and Diagnostic one. We have done case studies of advertisements that portray harmony between India and Pakistan. Moreover it will be an exploratory study as not much literature was available on the topic and the study is this field is a new one so we have to explore the possible ways in which we can protect the rights of religious communities. The data are mainly collected through secondary sources like books, newspapers, magazines and internet sources and primary sources like interviews. 1. INTRODUCTION The Partition of British India came about in the aftermath of World War II, when both Great Britain and British India were dealing with the economic stresses caused by the war and its demobilisation. It was the intention of those who wished for a Muslim state to come from British India to have a clean partition between independent and equal "Pakistan" and "Hindustan" once independence came. The partition itself, according to leading politicians such as Mohammed Ali Jinnah, leader of the All India Muslim League, and Jawaharlal Nehru, leader of the Indian National Congress, should have resulted in peaceful relations. As the Hindu and Muslim populations were scattered unevenly in the whole country, the partition of British India into India and Pakistan in 1947 was not possible along religious lines. Nearly one third of the Muslim population of © 2019, IJISSH Page 35 International Journal of Innovative Studies in Sociology and Humanities (IJISSH) ISSN 2456-4931 (Online) www.ijissh.org Volume: 4 Issue: 6 | June 2019 British India remained in India. Inter-communal violence between Hindus, Sikhs and Muslims resulted in between 500,000 and 1 million casualties. Since the partition of British India in 1947 and creation of modern republics of India and Pakistan, the two South Asian countries have been involved in four wars, including one undeclared war, and many border skirmishes and military stand-offs. The Kashmir issue has been the main cause, whether direct or indirect, of all major conflicts between the two countries with the exception of the Indo-Pakistani War of 1971 where conflict originated due to turmoil in erstwhile East Pakistan (now Bangladesh). 2. CASE STUDIES 1. Google Search – Reunion: Client: Google Agency: Ogilvy & Mather India Language: Hindi-Urdu- English Running time: 212 seconds (3:32) Product: Google Search Release date(s): November 13, 2013 - (YouTube) November 15, 2013 - (Television) Directed by: Amit Sharma Music by: Clinton Cerejo (composer) Neelesh Jain (lyrics) Piyush Mishra (singer)[ Starring: Vishwa Mohan Badola Mysore Shrinivas Sathyu Auritra Ghosh Syed Shabahat Ali Productioncompany: Chrome Pictures Country: India Reunion is a 2013 Google India advertisement for Google Search. It was directed by Amit Sharma, written by Sukesh Kumar Nayak, produced by an Ogilvy India branch of Ogilvy & Mather, and published on YouTube on November 13, 2013. Reunion is about the fictional reunion between two elderly men, BaldevMehra (Vishwa Mohan Badola) from India and Yusuf (Mysore Shrinivas Sathyu) from Pakistan. They were separated as children during the Partition of India. It has had a strong impact in both India and Pakistan, leading to hope for the easing of travel restrictions between the two countries. It went viral and was viewed more than 1.6 million times before officially debuting on television on November 15, 2013. BaldevMehra (Vishwa Mohan Badola) is an elderly Hindu man in Delhi, India, and Yusuf (Mysore Shrinivas Sathyu) is an elderly Muslim man in Lahore, Pakistan. One day Baldev shows his granddaughter Suman (Auritra Ghosh) an old, dated photograph of two children. He tells her that it is of him and his best friend Yusuf when they lived in Lahore before the Partition of India in 1947. In front of his house there was a park with a gate made in the stone age. Each evening he and Yusuf would fly kites there and "steal" jhajariyas from Yusuf's family sweet shop. When Partition came, however, Baldev and his family had to leave for India overnight. Many decades later, Baldev still thinks of Yusuf and misses him. Using details of her grandfather's story, Sumon is able to locate Yusuf's sweet shop in Lahore via her laptop and Google. She connects with his grandson Ali (Syed Shabahat Ali) who helps her to plan a surprise visit from Yusuf on Baldev's birthday. Sukesh Kumar Nayak, Group Creative Director of Ogilvy Mumbai, Google had stated that "the only thing they wanted was to see [...] how meaningful the search engine is in real life." Nayak also stated that they wanted to make "the © 2019, IJISSH Page 36 International Journal of Innovative Studies in Sociology and Humanities (IJISSH) ISSN 2456-4931 (Online) www.ijissh.org Volume: 4 Issue: 6 | June 2019 connection between real life and Google, magical." Reunion was filmed "in different areas in Delhi, including an old Haveli in Connaught Place, Red Fort, India Gate, and a small scene in Lahore, Pakistan." Singer Clinton Cerejo composed the music for the spot. The Star (Malaysia) noted that Reunion has "gone viral online, reflecting demands in the two countries for closer people-to-people ties [....] Internet users left thousands of comments on social networking sites describing how the advert had brought them to tears and renewed their hopes for improved relations between the two neighbours." Max Fisher of The Washington Post stated that "if you are from South Asia, have family from South Asia, or are merely friends on Facebook with someone who has ties to the subcontinent, you've already seen this video posted to social media in the 48 hours since it went up. In case you haven't, it's a Google advertisement, about three and a half minutes, well worth your time. Yes, it's an ad, meant to prod people in one of the world's largest markets into using Google services. And in that context it can be a bit syrupy. But take a step back for a moment, and try to appreciate what makes this video so powerful that it's already been viewed 1.8 million times." India Today states that "the ad touches the raw nerves that linger dormant under the skin of those who were separated during the heady days of Partition [….] While this may have been only an ad, there are many people both in Pakistan and India who will be able to relate to this emotional ad." AffanChowdhry of The Globe and Mail states that "with nearly a million YouTube views over two days, a new Google ad that tells the story of two old friends reuniting after six decades of separation following the creation of India and Pakistan in 1947 has touched a deep nerve for many South Asians." NilanjanaBhowmick of Time observes that "despite the tensions between the governments of India and Pakistan, this commercial, released by Google India on Wednesday, makes the point that the personal connections between Indians and Pakistanis run deep." Sunny Peter of the International Business Times argues that "at a time when governments in both countries continue to be suspicious of each other's intent, the Google video comes as a welcome relief. [If only] the visa regime between both the countries was as easy as Google search." Ritu Singh of Zee News states that Reunion struck "an emotional chord with its viewers not only in India but also in Pakistan" as it "depicts the pain of partition which still haunts the mind of people who got separated from their loved ones and places." She also states, "this heart-warming ad is sure to overwhelm you." MrigaaSethi of Quartz talks about her family's experience with partition, noting that "Google’s India office has created a tear-jerker ad that is deeply resonant for Indians and Pakistanis with family stories like mine.
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